Phishing Attacks and Perceptions of Service Quality: A Content Analysis of Internet Banking in Turkey
In Internet banking, which is a trust-based system, phishing attacks and Internet fraud can affect the customers’ view of the service quality provided by the banks. Theft of the customers’ personal identity information can cause the customers to lose their confidence in the system and their banks. Within this context, content analysis was used to develop an examination of the complaints of 200 bank customers. The present analysis only contains the customers who had experienced money transfer problems as a result of Internet fraud. As a result of the study, the deficiencies in the service quality were classified into 41 basic groups, which were then arranged into and 6 dimensions. The importance of each dimension, as measured by the frequency of their occurrence, was then determined. The results obtained provide some suggestions for the banks on how to approach customers who have experienced such problems, and the things they should they provide in terms of customer care services.
Murat Hakan Atintas, Necmi Gursakal